Transitioning to printed product sales (whether it’s In-Person Sales or Virtual Sales) is both exciting and a bit daunting, right? It’s like stepping into a new realm where the possibilities seem endless. But, amidst this excitement, there’s a common pitfall that many photographers fall into, which can turn this adventure into an overwhelming journey. Let’s chat about what that is and how to elegantly sidestep it.
The Overwhelm of Abundance
Too Many Choices: A Double-Edged Sword
When photographers start exploring print products to sell, there’s a natural inclination to offer as many options as possible. The thought process is pretty straightforward – more options might mean more opportunities to meet diverse client needs and preferences, thus potentially boosting sales. However, this abundance of choice often leads to two main issues:
- It Sucks For You, The Photographer: Managing a wide array of products can quickly become a logistical nightmare, especially when you’re just starting. It adds complexity to your workflow, inventory management, and sales process. There’s a reason that this is the most common spot where photographers who want to switch to printed product sales simply give up and go back to just offering digitals.
- It Sucks For Your Clients, Too: Ever heard of the paradox of choice? It’s real. Presenting clients with too many options can make the decision-making process stressful, leading them to default to the easiest option – sticking with digital files.
The result? A missed opportunity to explore the tangible and emotional value that print products add to your photography business and to your clients’ lives.
The Power of One: Simplifying Your Approach
Start Small, Dream Big
The antidote to overwhelm and paralysis? Simplicity. If you’re just wading into the print sales waters, consider adopting a “less is more” approach. Here’s how:
- Pick a Single Product: Choose one high-quality print product that resonates with your brand and photography style. This could be anything from a beautifully framed print to a bespoke photo album. The key is to select something that you’re excited about and confident in offering to your clients.
Pro Tip: Think about the clients you’ve already photographed who only have digital files. What type of product would they be most interested in? Is it a timeless piece for the wall like a framed and matted print? Or do your existing clients seem more like Album or Photo Box people? Take this into consideration since these will often be the first people you’ll sell products to.
- Fight the “All-In” Myth: The internet is lying to you. You don’t have to just jump in to In-Person Sales all at once. In fact, you shouldn’t. Instead, get yourself a win with a single product and let your print sales process prove itself (and pay for itself!) before you invest time, money and energy into making the full transition.
- You Don’t Know What You Don’t Know: Let’s be honest, every single one of us is just guessing when we make that first product list. We have no idea which products are going to sell and which will be a flop. So why spend time and energy building out a massive product list with no clue if it’ll sink or swim? Starting with a single product allows you to add only those specific products your clients are asking for, as you go. You get to test products on the fly and build out your full mix with only those products that are actually selling.
Making the Most of Your Chosen Product
Turning Simplicity into Sales
Choosing one product doesn’t mean limiting your potential; it means amplifying it. Here’s how to make this strategy work for you:
- Educate Your Clients: Use your chosen product as a conversation starter. Educate your clients on the value of print, the quality of the materials, and how it complements their photography investment.
- Showcase the Product: Display samples in your studio or during client meetings. Letting clients see and touch the product can significantly boost their interest and perceived value.
- Create Exclusive Offers: Develop special packages or offers around your print product. This not only makes it more appealing but also simplifies the buying process for your clients.
The Path Forward
Expanding With Confidence
As you become more comfortable with your print sales process and gain insights into your clients’ preferences, you can start to thoughtfully expand your product offerings. Remember, each addition should be strategic, enhancing your brand and the client experience.
Wrap it Up, Chris…
Starting with a single print product is a powerful strategy to streamline your sales process, enhance client satisfaction, and ultimately, grow your photography business. It’s about making print sales prove its value in a manageable, stress-free way.
As you embark on this simplified journey, remember, the goal is to enrich your clients’ lives with your photography. By focusing on quality, education, and a curated selection, you’re not just selling a product; you’re offering a piece of art that holds memories and stands the test of time.
Happy selling, and here’s to your success in creating more tangible memories for your clients!
